SWJ Growth

We help ambitions Accountants generate consistent and predictable lead flow.

Since starting the business back in February  2023, here are some of our key achievements:

 📈 Booked +1,000 qualified sales meetings
 🚀 Generated +£2M in sales pipeline
 📈 Received 20 LinkedIn recommendations
 🚀 Booked meetings with business such as DHL, Peloton, Capital One, Shangri - La Resorts, The Fragrance Shop, Holland & Barrett, The NHS and tons more.

If you're keen to learn how we can help you feel free to book a free discovery call below.

Founder & CEO

Sales Fit Coaching

The Sales Fit Coaching Programme is a comprehensive, high-impact coaching experience tailored specifically for health and fitness coaches aiming to master empathetic, high-ticket sales without feeling scripted or “salesy.” 

This programme goes beyond just a video course, it’s a complete system that combines six focused video modules, personalised one-on-one feedback on real client calls, and supportive group coaching sessions.

Designed to help coaches close more deals by deeply connecting with clients, the programme provides a framework for building trust through genuine conversations and positioning their high-ticket offerings as the natural solution for clients in vulnerable, transformational stages of their lives. 

Through weekly coaching, call reviews, and an active Slack community, coaches receive ongoing support to build authentic confidence, overcome self-doubt, and ultimately create a consistent, fulfilling sales process that transforms their business and client relationships.

Planhat

Account Director

Winningtemp

Enterprise Development Director

Trustpilot

UK Sales Manager

Feefo

Enterprise Business Consultant

Lead Forensics

Senior Sales Manager - UK Market

Sales Manager (Enterprise - with quota) - UK Market

Brittain Limited

Sales Manager

Working with some of the highest revenue-generating clients to ensure all targets were 
met and upsell opportunities were identified and closed.

Key Account Manager

Quota based role, achieved all targets set

Sales Executive

Founder @ SWJ Growth 👉🏻 Expert Client Acquisition For Exceptional Businesses (LinkedIn Top Voice) 📈 Ex. Trustpilot | Generated £10M in New Biz Revenue | Check Out Our Recommendations Below 🍾

I spent 14 years climbing the corporate ladder in pursuit of success. 

However, after years of long days and late nights with little to show for it, I knew I had to make a change.

That day was the 7th of February 2023.

With our second son due in just 5 weeks, I had no other choice but to follow my dream, start a business, and make it a success. 

It was sink or swim time!

But could starting an online business replace my six-figure income?

YES!

The first week was filled with crippling anxiety and self doubt.

However, I quickly realised that if I didn't change my mindset and tackle this head on, nothing would ever change.

On day 11, I won my first client.

On day 28, I had replaced my monthly income.

And on day 77 I had 5xd it 🤯

What was going on!

The chains were off, and I was creating a life I'd always dreamed of.

Since Feb 2023 I've been the Founder & CEO of SWJ Growth - A completely "done for you" LinkedIn lead generation agency for ambitious Accountants.

On a personal note, I'm married to my beautiful wife Megan and a father to Oscar, Albie & Betty. I'm based in the south coast of the UK, living a stone's throw away from the beach 🏖

James Caldecott

I never thought I'd escape my corporate job.

In the end, I literally had to be fired! 🤣

When you spend 13 years being obsessed with hitting targets and progressing as quickly as physically possible…

You become lost to reality.

14 hour days.
5 hour commutes.
And most importantly, missing important family and social events.

That's absolutely fine, right...

Until you realise it's NOT.

Last month marked 19 years together with this beautiful lady.

And in Feb 2023 I told myself, I'd never sacrifice my home life for work again.

Yes, running a business still requires plenty of hours.
And a ton of targets.

However, spending time with the people you love is much more important than any target or business goal.

No target will ever beat time with the people who matter most.

Choose a path that gives you more of those moments, not fewer.

JSESSIONID

li_at

Talks about #revenuegrowth, #growthstrategy, #leadgeneration, #clientacquisition, and #linkedinleadgeneration

CRO @ Sales Fit Acquisition (Ex-Trustpilot) | 13 Years in SaaS Sales | Now Helping AEs & Sales Leaders Build Consistent Pipeline With Human-First Outbound Systems | Apply Below ⬇️

Most people lose deals long before the sales call even starts, and they don’t realise why.

Since starting in business nearly three years ago, I’ve done deals of all sizes.

£100
£1,000
£10,000
£20,000
And £30,000+

In my corporate sales career, they were in excess of £1,000,000.

Across all of it, the pattern is the same.

If any of these five fundamentals are missing, the deal is lost before you ever get to the close.

1. Clarity:
You must be able to articulate the prospect’s problem more clearly than they can themselves.

2. Direction:
You must show them a simple, believable path from where they are to where they want to be.

3. Positioning:
You must make your offer the most logical vehicle to get them there, not just another option.

4. Certainty:
You must remove the doubts they won’t say out loud, the risk, the friction, the internal hesitations.

5. Decision Ease:
You must make the next step feel obvious, safe and worth acting on now, not later.

Business is simply a solution to a problem.

Nothing more complex than that.

So if you’re struggling to get new opportunities through the door, are you clearly showing people that you understand their problem better than they do?

If you’re not closing your sales calls, are you genuinely removing the uncertainty that stops them moving forward?

Get the foundations right, and every part of your sales process becomes easier.

Before I get into this post, I want to make something clear.

I don’t think I’m special, I don’t think I’ve achieved anything unbelievable, and I definitely don’t think I’m “great.”

I don’t see myself that way at all.

But I do know my story could help people who grew up like I did, people who feel lost, alone, or already written off.

Especially younger people who feel like their future is already decided for them.

Recently, someone told me I was the most positive person in their life.

Honestly, it caught me off guard.

They asked me why I’m like that.
I paused, thought about it, and said…

“What are the alternatives?”

That moment made me reflect on my life and how I actually got to where I am today.

Years ago, Tracy Davies gifted me a book called The Happiness Advantage. (You probably won’t even remember giving it to me, Tracy… haha!)

Reading it again made me realise how much my journey has been shaped by three things:

Positivity,
Dreaming BIG,
Trusting myself,
And most importantly, enjoying the journey.

I feel lucky that people see me as positive, I really do.

I left school at 15 with nothing.

No grades, no direction, a broken family, the wrong crowd, and a future that was heading down a road I didn’t want to follow.

I didn’t have people fixing my problems or guiding me.

I had to figure things out alone, and over time that “lone wolf” mentality became my superpower.

Because when you learn to rely on yourself, you learn to trust yourself.

And that’s when everything starts to change.

Here are some real-life examples of what you can achieve when you dream big, trust yourself, and stay positive:

➡️ Became a chef at 16, aimed for Michelin level, reached it by 21
➡️ Knew the lifestyle wasn’t sustainable, googled “how to make £100k”, called 9 B2B sales companies, 8 rejections before the 9th gave me a shot
➡️ Threw myself into sales, set a goal for management in month one, hit it in 7 months
➡️ Committed to a 5-hour round trip to London every day for almost 3 years, doubled my income
➡️ Wanted more freedom and family time, quit my 6-figure job with 7 days’ notice and a baby due in 5 weeks to start my first business
➡️ First week was pure anxiety, but I backed myself, replaced my income in 28 days, and 4x’d it in 77

None of this would have been possible without dreaming big, trusting myself, and taking action.

Fast forward to today, I’m 37 and running Sales Fit Acquisition with the same dream-big attitude that got me here.

If you’re feeling stuck, alone, or behind, please hear this:

Your beginnings don’t define you!
Your grades don’t decide your future!
Your situation is NEVER permanent!

Attitude beats grades every single day of the week.

Dream big.
Back yourself.
And don’t be afraid to walk your own path.

If any part of my story resonates and you want some guidance, feel free to message me.

My DMs are always open if you’re someone who needs some help.

Sales Trainer | Coach | Sales Enablement | DE&I Advocate

Sales Fit Acquisition

December is here! Let the fun begin.

🎄🎅

This photo means more to me than any business win ever could.

It was taken 5 weeks after I lost my job.

5 weeks after I decided to bet on myself and start a business.
And just a few hours after Albie was born.

He came into the world early.
And he came in fighting.

The first two weeks of his life were filled with tubes, tests, and uncertainty.

We didn’t sleep.
We didn’t relax.
We just waited and hoped.

At the same time, I was trying to build a business from scratch.
With no backup.
Zero savings.
And no clue what tomorrow looked like.

People talk about entrepreneurship like it’s exciting.
Like it’s full of wins and content and confidence.

But this was my start.

Terrified.
Exhausted.
And holding my newborn son while hoping my business didn’t fall apart before it began.

I’ve been through a lot in the last 3 years.
But nothing has shaped me more than this.

It taught me what pressure really feels like.
It taught me how much I could take.
And it showed me exactly why I was doing this.

Not for LinkedIn content.
Not for income milestones.
But for them.

Oscar and Albie.

This photo reminds me how far we’ve come.

And just how much was riding on that decision to go all in.

£76,000 from 27 cold voice notes.

Tell me again how “cold outreach doesn’t work.”

I love cold outreach.

Cold Calling.
LinkedIn DMs.
Voice notes.

All of it, all completely cold.

You don’t hear that often, do you?

Because LinkedIn is flooded with gurus preaching the same soft, slow strategies:

“Just create content.”
“Comment more.”
“Add value.”
“Wait for inbound.”

It sounds lovely.

It’s also the reason so many businesses grow at a snail’s pace.

If you’re not prioritising cold outreach right now.

Take a hard look at your strategy, because someone else is out there winning the deals you’re not brave enough to go after.

September 2020.

One quote from Justin Welsh changed everything for me:

“Did you know people are willing to pay you 5 times more than your current employer for the exact same knowledge?”

He was 100% right.

After working with hundreds of business owners and speaking to thousands more, I’ve seen this play out over and over again.

Packaging your existing knowledge into a clear offer is hands down the fastest way to build short, medium, and long-term success.

People don’t pay for fancy logos or strategy packs.
They pay for solutions.

And being just a few steps ahead is usually more than enough for this to work.

People talk about “lonely at the top” like it’s some kind of motivational quote.

But it’s not.

It’s real.
It’s quiet.
And it creeps in without warning.

One minute you’re focused on building the thing.
Next minute, it’s 1am.

No one to bounce ideas off.
No one to tell you if you’re heading in the right direction.
Just you… staring at the same screen you’ve had open for hours.

And no, this isn’t some “look how hard I work” moment.
It’s just what happens when you go all in.

You carry the risk.
You carry the pressure.
You carry the doubt.

When I started my business, it was chaos.
A baby in hospital.
No income.
No clients.

But every night I sat there.
Not because I was inspired.
Because I didn’t have a choice.

Some days you feel like it’s all moving.

Others, like you’ve built something that could fall apart at any second.

That’s the part no one claps for.
That’s the real bit.

And if you’re in that place right now, wondering if it’s meant to feel like this

It is.

You’re not lost.
You’re just building something that hasn’t taken off yet.

Keep going.
Not louder.
Just longer.

For anyone building a business and starting to panic, read this.

December can be brutal.

Here’s one simple piece of advice that changes the game:

Double down.

Double down on your energy.
Double down on your discipline.
And most of all, double down on your outreach.

Most companies go quiet in December, which hands you an opening.

Don’t stress if they don’t want to jump on a call this month. Offer January instead:

“No worries at all, December isn’t usually the month for starting new conversations.

I'm really keen to discuss this with you, so why don’t we do this? I’ll send over a placeholder for the second week of January, so we’ve both got something to aim for?”

Will a few fall through? Of course!
But not many.

And if you stay consistent, you’ll roll into January with 10–15 new calls already locked in, ready to hit the ground running while everyone else is warming up.

Don’t let December kill your spark.

2026 is yours!

When I was working in my corporate job, I once walked into the office and caught my Sales Director and his…


Relax.

It’s a joke, nothing scandalous ever happened!

However, now I’ve got your attention.

Let me tell you why I’m actually writing this.

I’ve spent the last 11 months speaking to hundreds of people, clients, founders, sales professionals, people at every stage of life. 

And there’s a pattern that’s too hard to ignore.

So many people are one small shift away from being genuinely happy, yet they keep living the same day on repeat. 

Not because they lack talent, time or opportunity, but because they’re waiting for the perfect moment.

Meanwhile, 2026 is only 29 days away.

And I can’t shake the thought that someone needs to say this clearly, so I will.

If you want next year to be the best year of your life, if you want to feel in control, confident and genuinely excited about where your life is heading, then what I’m about to say matters.

If you’re completely happy with your life as it is, stop reading. Enjoy it, hold onto it, nothing I say here is urgent for you.

But if you feel stuck, frustrated or deep down you know you’re meant for more, then this is for you.

Here’s the truth I’ve seen again and again this year.

People who win are not the ones who have the most resources, confidence or luck. They are the ones who stop accepting a life that feels smaller than the one they want.

And you, whether you believe it yet or not, are far closer to the life you want than you think.

Closer to more time with your kids,
closer to more freedom,
closer to more money,
closer to waking up with energy instead of heaviness.

You are not stuck, you are just avoiding the first uncomfortable step. And that is good news, because it means you can change direction quickly.

Here are the three decisions that shift everything fast:

1. Pinpoint the exact thing making you unhappy.
Clarity creates control.

2. Choose two actions you can take today.
Immediate steps create immediate momentum.

3. Take action now.
Action breaks the cycle and sparks fast change.

You are not 10 years away from your dream life, you are not even 10 months away.

You are three decisions away from walking into 2026 as a completely different version of yourself.

Make these next 29 days count and step into the year you actually want to live.

It was brilliant to be tagged in this yesterday. Thank you, Catey Josephine P.

I’m not in the habit of bashing other businesses, but the truth is the lead gen space is full of unqualified providers promising the world and delivering nothing. 

It’s why posts like this really matter.

Most of my content recently has been about Sales Fit Acquisition and helping SaaS and tech teams generate more outbound meetings themselves.

But SWJ Growth is still very much alive and delivering incredible results.

This is a fully done-for-you service. 

We optimise your LinkedIn profile, build a list of your ideal customers, write messaging, handle inbox management, and book meetings straight into your calendar.

Sound interesting?

We’ve got two spaces opening for the week of 26 January. If you want a hands-off outbound engine that actually works, drop me a message.

And thanks again, Catey.

Founder @ DuraSuite | Helping HR, Payroll & Finance Leaders Bring Clarity, Control & Measurable Stability to Complex Operations | Finalist, Woman of the Year (Reward Strategy)

Partnerships Lead@Holly Health | Empowering Patient Self-Management & Reducing Staff Pressures | | Digital Health

💼 I manage the full sales cycle, building relationships, negotiating contracts, and keeping delivery on track across SaaS, services, and regulated markets.I work best where clarity, consistency, and delivery make the difference between progress and drift.⚡ How I work: curious, focused and always learning whilst being results focused.I take a solution-focused approach, using a problem enablement mindset to understand buyer challenges and shape clear, practical responses. I keep my skills and industry knowledge fresh through ongoing study of buyer behaviour, messaging, research and go to market models.🔍 Sales delivery: experienced in winning new business, renewing contracts, and expanding accounts.Confident in managing stakeholder discussions, negotiating terms, and guiding agreements from first contact through to close.🤝 Experience: SaaS, enterprise IT, and service based environments. Built partnerships, supported funded projects, and turned first time buyers into repeat clients.  Achieved 6 to 7 figure quotas.Skilled at translating technical products into straightforward commercial value.🧭 Approach: steady, curious, and consistent. I focus on clarity, progress, and the detail that keeps deals and relationships moving.Key strengths• Full cycle B2B sales (SME to enterprise)• Solution focused, problem enablement approach• Pipeline creation and relationship management• NHS and public sector experience• Renewal and retention strategy• Stakeholder engagement and deal control• Bid and grant authorship📍 Based in Glasgow📌 Open to: full-time sales roles, as well as paid advisory work.

Stephen Sherry

I should be getting ready for Christmas.

Instead I’m still searching for work.

Month five has arrived, and the pressure is real.

While others are setting up trees and buying presents, I’ve spent the week organising my flat and sorting out practical things I didn’t expect to be doing.

It isn’t the position I hoped to be in, but I’m focused, still moving forward and learning.

Across SaaS, services and the public sector, I’ve delivered results by keeping conversations clear, handling full sales cycles properly and staying reliable to reach my goals.

I’ve worked across all main segments and supported new business, account growth and renewals in Startups, SMEs and Corporate environments.

That approach still guides me now.
Stay prepared, stay steady, and make sure the work in front of you is handled without fuss.

If my background fits a full time role you’re hiring for, I’m available to discuss it. My diary is flexible.

P.S I can also support short term/one off advisory work on your GTM & Sales process.

DMs open.

#sales #saas #jobs #healthtech #startups #b2b #GTM

Business Development | Full-Cycle Sales | Open To New Roles

If you’re unemployed right now, you’ll understand this.

The festive period feels very different when you are not earning.

People talk about plans and presents.

You focus on bills and how far your money will stretch.

If you are on the same path as me, these are the things that have genuinely helped my mental health:

🔴 I do not look up who got the job
🔴 I do not compare myself with people on a different timeline


What has helped?

🟢 Cold showers - but not at 4am!
🟢 A warm bath on a Sunday night
🟢 Reading instead of scrolling
🟢 Getting outdoors
🟢 Speaking to one trusted person
🟢 Eating properly
🟢 Zero alcohol

None of this removes the uncertainty, but it keeps my head clear enough to face the day.

Finally..

Protect your weekends.
No job hunting.
Give yourself the space you need!

#opentowork #mentalhealth #wellbeing #health

This phone box sat around the corner from my family home in Glasgow.

Before everything changed, my Dad had built a solid career path.

In the early 80s we were due to emigrate to Canada.

Dad landed what he thought was a dream job. 

My parents were confident there would be no issues. They sold or gave away everything they owned.

They gave up their own jobs and prepared to move. 

Then the offer was pulled at the last minute due to a technical hitch.

That moment started the long unemployment years.

By 1987 Dad was 47 and five years out of work.

He had the experience, but jobs were scarce.

Age, timing and old Glasgow attitudes all played a part.

One night at home he was reading the newspaper.

It mentioned a familar name to Dad. There was a name and  phone number listed at the bottom of the story.

The name was a cousin he had not spoken to since the 1960s as they lost touch.

We had no landline, so Dad walked to this phone box. He fancied getting back in touch.

By the time this photo was taken 30 years later, the phone box had a few upgrades, including the free beer.

Anyway back to the story.

Dad was away for an hour.

When he came home, the man was ectastic.

During the call his cousin offered him a job.

Dad started working again the following week.

He was never out of work after that, right up until he passed away aged 55.

I am 47 now.

The phone box is gone, but what it represents to me is not.

Hope.

If you are in the same position today with your job search and finding the market difficult, hold on to hope.

My dad never let go of it during those difficult years.

And things really do change for the better when you least expect it.

#careers #hiring #jobs #opentowork

Three years ago today my brother died.

Christopher had been living and working abroad for years.

When he returned to Scotland, to come home for good, he had symptoms of food poisoning.

Weeks later, metastatic bowel cancer took him.

No treatment. He just withered away.

The last time I saw him in hospital about a week before his death, he said to me ' It would have been more acceptable to have taken a bullet during the Gulf'  

( he served during the first Gulf War in 1991 HM Forces (ARMY) Corps of Royal Engineers )

None of us expected how fast cancer took him. 

Fit, healthy one minute. 

The next, in a hospital bed paralysed with yellow tinged skin from head to toe.

Christopher and I had gone through a difficult few years of silence, but we mended things in 2020.

I had my brother back. I thank the universe for that gift.

My hero.

Someone I trusted when life turned difficult.

My brother was the person I called when I needed to make decisions.

Christopher said what he thought and it helped. His life experience and critical thinking solved problems or gave me that extra push I needed.

As I reach year end with no job offers, after slow hiring processes, mixed signals and long silent gaps, this is one of those moments when I wish I could hear Christopher's advice.

People who have lived through loss know what this is like.

You wish you could reach for the person who helped you through tough moments and realise you’re on your own now.

Thinking about my hero today as I do every day.

#grief #life

The NHS does not buy on hype. It buys on proof.

I have updated my free field manual for healthtech teams working through the changes taking place inside the NHS.

It is based on what I have seen while supporting NHS teams and helping digital health move from interest to adoption. 

The guide shows where friction usually appears, why conversations slow down and what helps teams avoid losing time or momentum.

If you work in this space, you will recognise the pattern straight away.

If you want a clear view of how I approach NHS adoption and how I think during a commercial cycle, the full guide is free to read.

Link in the comments. 

If it helps, let me know.

#NHS #GTM #healthtech

I cancelled Spotify a while ago as I could no longer afford it.

Today they offered me two months of Premium for £0.

Best news I've had in months!

Right now, something small gives the day a lift.

Thanks Spotify!

I found this photo from 23rd November 2020.
Jack on the right is gone. 
Patch is still here.

A lot changed after that day.

My brother died from cancer.
I lost my dog Chuck and Jack to the same disease.

There were job losses, a divorce and a period without a home.

The knocks came one after another in a short period of time.

That period taught me something clear.

Strength is built when life hits you in combinations you never saw coming.

I was on my knees more than once, but I was not knocked out.

I got up, took what was in front of me and kept going.

If this week feels heavier than it should, it does not mean you are falling back.

It means you are taking the hits and still rising.

Start the week with that in mind.

#growthmindset #mentalhealth

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The Battle

James Caldecott

Stephen Sherry

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The Battle

James Caldecott

Stephen Sherry

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}James Caldecott's LinkedIn Performance

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